Deichmann is a family-owned German company with a long history dating back to 1913. The company offers a wide range of affordable shoes and accessories for the whole family. Deichmann is Europe's largest shoe chain with a total of 4,200 stores in 31 countries. The company sells both its own brand and well-known brands.
Purpose of the collaboration
- Vi lavede vores første kampagne for Deichmann tilbage i 2019 og har sidenhen lavet flere kampagner for dem i både Danmark og Sverige. Hver kampagne har haft forskelligt fokus. Fx åbningen af en specifik butik, fokus på udvalget af fashion sko eller dét, at de tilbyder sko til hele familien.
- I denne kampagne ønskede Deichmann at fokusere på deres udvalg af børnesko, i forbindelse med skolestart.
- Udover dette ville de gerne skabe opmærksomhed omkring et samarbejde de havde med SOS Børnebyerne i august 2022, som handlede om at sikre skolegang for børn og unge i Kenya. Deichmann donerede nemlig 10 kr. pr. solgt børnesko i hele august måned, for at støtte op om dette. Donationerne gjaldt både i Danmark og Sverige, og derfor valgte vi at lave et split i fordelingen af influencers, så der både blev aktiveret influencers i Danmark og Sverige.
Solution
Since the campaign was centered around children's shoes, we naturally activated a group of skilled family influencers. In total, 10 capable influencers participated, with 5 from Denmark and 5 from Sweden. The campaign period was quite short, lasting only one week. We opted for this brief duration to create an intensive push for the SOS Children's Villages message, particularly around the back-to-school period.
During that week, the participating influencers were required to share either 1 post and 1 reel or 2 posts. Additionally, they were expected to share 1 storyline. To ensure that the message about SOS Children's Villages was crystal clear, we chose to collect and approve all content in the weeks leading up to the campaign.
Results
- At the end of the campaign, the 10 influencers had created a total of 24 posts and reels and 55 stories. This resulted in a remarkable 52,092 unique views and 4,470 engagements (including likes, comments, and tap-backs).
- Furthermore, Deichmann gained access to all the high-quality content that the influencers had shared, allowing them to use it in their other marketing activities afterward.
Final key figures
Engagements
4.470
Engagement rate
8,5%
Unique Views
52.092
Content
24 posts & 55 stories
Target audience
Countries
Denmark
Sweden
Age
25 – 44 years
Gender distribution
Female (78%)
Male (9%)
EN 
DK